• by Jack Loechner , Staff Writer @mp_research, November 26, 2013

According to LivePerson, in its second annual “Connecting with Customers” research, today’s consumers want access to information and support instantly, and if they don’t find what they need quickly, they will look for it somewhere else. The study finds that, on average, consumers won’t wait more than 76 seconds if they need help during their online journey.

There is room for improvement, says the report, as 58% of consumers are frustrated by poor quality service online. Consumers are quick to look elsewhere when they feel their expectations are not being met, says the report, showing that 49% of consumers continue to find websites difficult to navigate, with 33% struggling to seek help or locate customer service. The research shows that much room for improvement remains. Consumers are abandoning online purchases and transactions due to frustrations that could easily be remedied, opines the report.

Reason For Abandoning An Online Purchase
Reason For Abandoning	% of Respondents
Unexpected delivery costs	65%
Lack of information about product / service / delivery	57%
Website difficult to navigate / can't find what I'm looking for	53%
Do not trust the website / security concerns	53%
Checkout problems	45%
Complicated registration / login process	43%
Want to ask a question - can't find the answer	41%
Technical issues, such as slow website or unavailable pages	41%
Disruptive experience	37%
Difficulty in getting any help / customer service on the website	35%
Source: LivePerson, November 2013

Every interaction with a brand can either drive customer loyalty, or lead to abandonment to a competitor, says the report. The repercussions of a negative digital experience have never been higher, and the result of a positive experience is becoming increasingly more valuable. 84% of online users say brand trust is a result of a positive online experience. In addition, the vast majority say that a positive online experience makes it more likely for them to complete the purchase with the company and to buy from a company again

• 78% of consumers agree that they are more likely to be loyal to companies that give them a great experience and service online
• 88% say that, when help is needed, live chat makes both the overall digital experience and perception of the company better
• The result of a poor online interaction with a brand is abandonment of the transaction (45%), a negative perception of the company (45%), loss of trust (43%), and loss of a customer to an alternative website (41%)

It’s no surprise that consumers want to reach their goal online in the fastest and most convenient way possible, observes the report. The window of expectation for timely assistance is growing narrower, making it essential to have the right engagement strategy in place and ready the moment a consumer arrives at the site. 73% of consumers stated speed and efficiency was the number one factor in creating a great online experience:

• Online consumers want access to real-time help in an average of 76 seconds or else they will seek alternatives away from the site
• 77% agree that when they’re online, they want to get things done as quickly as possible

Factors For A “Great” Online Shopping Experience
Factor	% of Respondents
Getting my issue resolved quickly	73%
Getting my issue resolved in a single interaction	53%
Dealing with a friendly customer service representative	44%
Being able to follow up with the same person if necessary	38%
Providing me with customized offers / discounts	33%
Being able to record, print or save a copy of any interaction with the company / brand	30%
Having some follow-up after my enquiry to ensure I am satisfied	25%
Being able to multi-task while my issue is being solved	25%
Having a personalized experience	22%
Not having to speak to someone	21%
Being able to access help via a mobile device	14%
Being provided media tools such as how-to videos, product demos etc. for purchases	13%
Being able to access help via social media sites	6%
Source: LivePerson, November 2013

While consumers are growing increasingly adept and self-sufficient online, identifying the key moments where they may require additional support during their digital journey is essential, and can mean the difference between winning a customer or losing a sale. The most common occasions for needing help with a website are having a question about a specific product/service, trouble making a purchase, or post-purchase queries.

Stages Where Assistance Is Most Needed In Order Of The Buying Process
Stage of Buying Process	% Who Need Assistance
Want to open /register for an account	8%
Have trouble logging into an account	26%
Have a question about a specific product or service you are interested in purchasing	42%
Have trouble making a purchase	35%
Have trouble making a transaction	24%
Want help on an existing purchase or account	19%
Want to check the status of an order	19%
Want to manage your account or pay a bill	9%
Have a problem with the product or purchase after purchasing it	35%
Want to make a complaint	27%
Want to cancel or terminate an account	22%
Source: LivePerson, November 2013

The report concludes that if brands deliver a positive digital experience, the results extend far beyond a successful purchase or transaction, and create a greater opportunity to build strong and long-lasting customer relationships, translating to greater revenue and brand value for businesses. The study also demonstrates that today’s digital consumers have very specific needs and high expectations when it comes to their online experience. They want their questions and issues resolved simply, quickly and within a single transaction.

For additional information from LivePerson, please visit here.